Because of cyclical economic factors, budgets become tight and spending is cut.  Where do most companies begin slashing? In the area of marketing, the primary vehicle companies use to generate growth.  Ironic as it may seem, and it is, the fear factor and the fly-under-the-radar mentality can result in missed opportunities.  Here’s how to take advantage of this mindset and get your company, product or service noticed: Advertising bargains become available when the economy is strained.  Smart companies are buying remnant space in consumer magazines and securing promotional and editorial value-added when they advertise.  This is a great time to negotiate with confidence. Creative direct mail programs and printing of collateral materials is highly affordable when the market is down.  This is due to increased competition, oversees sourcing and the need for printers to keep their presses operating and people busy. Public relations is a great place to invest during an economic downturn.  It is one of the most effective and affordable methods of promoting a business or brand and the budget required is far less than other marketing services.  Online PR is essential for companies selling product or capturing leads online:  It is cost-effective and measurably drives Web traffic. Internet marketing offers valuable, real-time return-on-investment measurement tools. This ensures dollars are spent wisely, particularly when selecting a quality Internet marketing agency partner.

            As you can see, in this environment there are ample opportunities to stand apart from the competition by simply tweaking your marketing plan.  When competitors go in one direction and stop spending on marketing, consider reaping the rewards by going in another.  Commit to an ongoing creative, strategic marketing campaign and maintain the momentum.  For if you do, when the economy improves, your losses will have been minimal and you’ll possess a sizeable competitive advantage.

 (Chris is the author of The Authentic Brand. Excerpts from Chris' book can be found online by visiting www.TheAuthenticBrand.com.)